Based on the game ‘seven minutes in heaven’ where two teenagers are dared to make out
in a cupboard, SON show us the darker side of human instincts. Primitive
psychological urges drive the teenagers as animal instincts are slowly
highlighted in their behaviour. SON hint at power of the ‘id’ in human psychology as a wilder force than our egos, and its
mirroring of the animal inside all of us. They also touch upon the vulnerable
side of being human, often something which can force our survival instincts to
the surface.

‘Of course human psychology is a pretty vast terrain, but through a fragment of it we wanted to create a playful, no-holds-barred video, where we explored the drive of the id, seeing our narcissistic, survival and primitive impulses at play.’ Charlotte

Through the intimacy captured in the video SON
have "managed to satisfy the human urge to play the voyeur, as well as creating a
space both intimate and awkward, personal and completely revealing, which
speaks to us as human beings. Sensing the actual tension, passion and violence
in the video is made possible by its truly up-close and personal nature".

‘Being
able to call upon friends in our community to make our shoots possible is
something we feel is very important, allowing us to capture things which are
very real and intimate, and something that this video embodies wholly.’
Katie

The video premiered on the 405 last week and can currently be viewed over on Promo
News.

What better way of understanding the possibilities of a new piece of technology, than playing with it? One of our creativesKatie Harrison has set up SON with the artist Charlotte Freeston to create music promos to do just that. Taking influence from the recent launch of the Vine app, SON used Vine as their concept and camera for their first promo for Rhosyn -Birds which premieres on Art Wednesday.

Our lovely Katie says: “I am always fascinated by the creative tools that technology gives us, allowing us to become channels to tell wonderful stories. SON allows us to be nimble and daring and explore all these new possibilities. These learnings are applied back into my creative work at Wieden’s to help our clients push new boundaries.”

On the lyrics, Charlotte notes: "The notion of becoming a bird is finding the freedom and independence from the normal ideals that have percolated into the collective cultural consciousness through the ‘cult’ of the media. We wanted to highlight our generations addiction and constraints with social media".

Inspired by Hockney’s Wolds series, Birds was shot simultaneously on four and nine iPhones housed in a makeshift structure. The Vines were then tweeted to a bespoke account using the #birds and captured on the desktop. The Vine loops were then manipulated and layered to highlight the notion of ‘cult’ through their repetition.